2013 Midwest Tanning Expo Suntan Supply

• When: January 5, 2013
• Where: River’s Edge Convention Center – St. Cloud, MN
• Who: CICS, Cosmedico Light Inc., Devoted Creations, Ed Hardy Tanning, Hempz,
•   Indoor Tanning Association, JK Capital, JK-North America, Lucas Products,
•   New Sunshine, LLC, Norvell Skin Solutions, Performance Brands, SunLync,
•   Suntan Supply, Sunwalls, Supre Tan, Tan Inc., Ultimate/Most Products,
•   Usedbeds.org, Vemma and Wolff System Technology Corp.

Nearly 400 tanning salon professionals found the latest business-building information at the 2013 Midwest Tanning Expo Hosted by Suntan Supply, the Expo began with Norvell University spray-tan training, with 33 attendees participating. This was followed by keynote speaker Jerry Deveney, JK-North America, who shared sales and marketing techniques with salon pros who were eager to learn. The event also featured sunless tanning demonstrations with the California Tan Mobile Bronzer and Norvell Skin Solutions Auto Revolution unit, and breakout sessions with the exhibiting vendors. “This allowed attendees to have more one-on-one time with the vendors, which many seemed to appreciate,” said Bill Gallagher, Suntan Supply president and co-owner.

A highlight of the Expo was the Panel Discussion, which allowed attendees to ask questions of a group of industry veterans. Moderated by Jerry Deveney, the panel included Kevin Apgar (Cosmedico Light, Inc./ITA), Lewis Henry (Devoted Creations/ITA), Bill Gallagher (Suntan Supply), Marty Gallagher (Suntan Supply/ITA) and Daniel Nesbitt, (Sunseekers by Rosie). “Whenever you have a panel discussion that starts out with an attendee asking, ‘What are some promotional ideas that I could use in my salon right now?’ you know you’re going to have a good panel discussion,” said Jerry Deveney. “There were many great questions asked, particularly about ways to have successful EFT sales and client retention, and how to compete against lotion diversion. The panel had a lot of expertise to offer and each member shared some great ideas.”

After 10 years of owning and operating Del Sol Tanning in Bemidji, MN, Tammy and Robert Iverson continue to find value in Suntan Supply’s expos. “It’s always a very fun show and it offers us motivation when we need it the most,” said Tammy. “This year, we brought two of our staff with us and they really picked up a lot of great information about the newest products, while my husband got a lot out of Jerry Deveney’s presentation. They’ve exchanged e-mail addresses and continue to correspond, and Jerry is a big help, particularly on the numbers side of things. I also picked up some great marketing and promotional ideas from other salon owners.”

Knowledge wasn’t the only thing Expo attendees took home – tens of thousands of dollars in prizes were given away by the vendors. The grand prize – a SunDash 332 Pro sunbed valued at $6,795 – went to Adam Stevens of Bella Soleil Tanning Spa in Sartell, MN.

With 370 happy attendees, Bill Gallagher says this year’s Midwest Expo was a successful event. “In my opinion, what makes our expos so successful is that we continue to provide the kind of things salon operators want at a tanning event,” he said. “They’re always interested in increasing revenue and client counts, and this year’s keynote speaker, panel discussion and breakout sessions provided plenty of ways for them to do that. We’re looking forward to hosting two more successful shows next year and seeing many familiar and new faces.”